The expatriate crowd is leavened by plenty of locals, who come to sample items like chips with curry sauce, and fried Mars bars, a delicacy unknown outside Scotland and out of fashion even there.

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With an average of ten sales gracing the site daily (plus special events) and thousands of sample items streaming through the office each week (all in need of photographs) ideeli is also one of the top employers of models in New York City.

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Instead of loading up a cart with goods to purchase in store, consumers will try on or sample the products in store, quickly scan and purchase the items they desire, and have them delivered to their homes within 24 hours.

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Menu items are color coded to signify most healthy and least healthy choices, and each day the kitchen displays a sample plate that benchmarks an appropriate portion for a 200 pound male.

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